PortsToronto begins airport campaign
PortsToronto has begun an advertising campaign for Billy Bishop Toronto City Airport. The campaign, developed by Loop Media of Toronto, is intended to promote the benefits and amenities of the airport. The creative uses the tagline, "It's My Airport" and depicts real passengers describing their travel experiences. The eight-week campaign includes print, radio, out-of-home, television and online advertising, as well as social media activities. Media planning and buying was conducted by Cundari Media.
"Billy Bishop Airport is a beloved airport among travellers because it offers a unique travel experience that is based in convenience, accessibility and friendly service," said Deborah Wilson, vice-president of marketing, communications and public affairs at PortsToronto. "Every day we receive comments through our website and on social media from passengers sharing their stories and touting the advantages of flying in or out of Billy Bishop Airport. It was these comments that inspired the campaign and shaped our approach. We decided to reach out to passengers who had tweeted about the airport to star in our campaign and used their actual tweets, stories and posts along with quotes gathered from candid interviews. These passengers were not paid and were not scripted so the campaign uses authentic, genuine passenger experiences in order to build greater awareness of the airport and its benefits."